When you’re making decisions, your customers’ needs matter more than anything else. When you let crowdsourcing, social listening, and customer engagement guide your goals and your priorities, you give your customers what they want.

YOUR CUSTOMER IS YOUR BOSS.

Customers don’t want information that’s merely targeted to them. They want information that’s relevant to them: a smart loyalty program, or offers tailored to their individual interests. And retailers need the customer data and analytics that can drive this personalized relationship.

YOUR CUSTOMER IS AN INDIVIDUAL.

Your customers don’t see any difference between your online operation and your physical stores—and neither should you. In-store staffers need to be able to answer questions about the online store, and customers expect to find goods in stores available online. Your in-store staff needs to have—and master—the technology to know as much as your customers do.

YOUR CUSTOMER IS EVERYWHERE.

Especially millennials. They’re far more likely to find product information on a smartphone than by asking a sales associate. They’re also likely to do their shopping on their smartphone: the store is always in their pocket. That’s why your mobile presence needs to work well and fast.

YOUR CUSTOMER IS MOBILE.

The consumer mindset is empowered by technology, but it’s driven by community. Social media is increasingly important to how customers shop, influencing both product discovery and purchase decisions. Make sure your social presence is engaged and responsive—because word gets out.

YOUR CUSTOMER IS SOCIAL.